Pfizer, Inc. Case

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AmiJo Beecroft Matt Giddens 10/26/11 Pfizer, Inc. Animal Health Products The primary problem for Pfizer, Inc. is that they are producing and selling a premium product in an economy that simply cannot afford it. The influx of foreign cattle from Canada and Mexico is running the more expensive American ranchers out of business as they can produce at a lower cost. Also, pressure on the beef industry from other meat markets such as poultry and pork to innovate into more convenient food categories is driving down market share. These declines are affected by changes in consumer lifestyle and health and nutrition concerns, also. All in all, American ranchers are being forced to cut costs so they can minimize loss in competition with foreign ranchers. An easy way to cut these costs is to move from premium cattle health products to generic ones. Secondary problems include the product orientation of the company as a whole. Where its salespeople are focusing on immediate consumers and developing relationships with them, the organization is focused only on the quality of the product. They offer no incentives to win business at the point-of-sale and put the majority of their resources into research and development. The company is failing to run a consumer-oriented operation in an economy that demands it. Continuing, advertising is too product-centered and in a very narrow distribution channel. We would recommend that Pfizer takes what it knows with its innovative products and tries to develop a line of more affordable medicines. Along with this change, they should allocate funds divvied out to territory managers to join the plight against outsourcing. With their large market share, this social service will delight a large audience of American producers while driving low-cost ranchers from Canada and Mexico out of the picture. They could offer incentives such as

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